By Dora Martin-Kovacs and Matt Waterwall, Ion Exhibits
TL;DR Pre-show planning, demo-driven booth design, and the right staff turned Strings’ RSNA 2025 presence into their best show yet, with double the visitors and demos running back to back throughout the event.
RSNA stands apart from most medical trade shows, and it’s largely because of the audience it attracts. Unlike pharma-heavy events, RSNA is driven by technology: imaging platforms, workflow systems, and increasingly AI-powered solutions.
That shift brings a different type of exhibitor and a different level of competition.
One of those exhibitors is Strings, a company focused on AI-driven enterprise solutions for workload monitoring and automation. While they’ve exhibited at RSNA before, 2025 marked a turning point, and we were excited to support them in rethinking their presence.
Why RSNA Is Different from Other Medical Trade Shows
At many medical shows, visibility alone can go a long way. At RSNA, that’s rarely enough.
Attendees come in with a purpose. They are evaluating solutions, comparing technologies, and looking for real value. With a strong presence of AI and advanced tech companies, the bar is higher, and simply having a visually appealing booth will not guarantee traffic.
Exhibitors need to give attendees a reason to stop, engage, and stay.
How to Make a 20×20 Trade Show Booth Work for a Growing Company
For many growing companies, stepping into a 20×20 booth space can feel like a big leap. It is a larger investment, comes with higher expectations, and requires a clear strategy to justify the footprint.
Strings approached it with intention.
Instead of trying to fill the space, they focused on how the space would function, what would happen inside the booth, how people would move through it, and how interactions would be structured.
That shift in mindset made all the difference.
Why Live Demos Drive Trade Show Booth Traffic at RSNA
A well-designed booth, strong branding, and a friendly team are all important, but at RSNA, they are not enough on their own.
The most effective traffic driver we see at this show is live demos.
Strings built their entire booth experience around showcasing their solution in action. Instead of relying on people walking by, they created a clear reason for attendees to engage: see the product, understand the value, and ask questions in real time.
At a technology-focused show, this approach aligns perfectly with attendee expectations.
How Pre-Booked Meetings Increase Trade Show Leads
One of the biggest mistakes exhibitors make is waiting for the show to generate traffic.
Strings took a different approach by focusing on pre-show outreach:
- Booking meetings in advance
- Promoting live demos before the event
- Inviting prospects to scheduled sessions
This ensured that their booth was not just busy, but busy with the right people.
The results speak for themselves:
- 3 to 4 demos running simultaneously throughout most of the show
- 2× more visitors compared to the previous year
Planning ahead did not just improve performance, it multiplied it.
Trade Show Booth Design Elements That Support High Traffic
Supporting that level of engagement requires more than a good-looking booth. It requires a layout that is built for activity.
Key elements included:
- Clearly defined demo stations
- Interactive touchscreen areas
- Dedicated meeting spaces
- A welcoming front counter
- Hidden storage, especially important for a December show in Chicago
- Clear signage and message hierarchy
Every element had a purpose, and every visitor understood where to go and what to do. That clarity reduces friction and keeps traffic flowing.
The Role of Booth Staff in Trade Show Success
Even the best-designed booth will not perform without the right people in it.
The Strings team brought energy, professionalism, and focus. They were engaged with attendees, proactive in starting conversations, and present throughout the show.
That is what turns traffic into meaningful interactions.
Attendees do not just want to see products, they want to feel acknowledged, guided, and understood.
What a Successful RSNA Booth Looks Like in Practice
This project came together through strong collaboration and clear alignment from the start.
As Jef Williams, Co-Founder and Chief Executive Officer of Strings, shared:
“Matt and his team knocked it out of the park with the initial design. The first iteration was right on point, and the final result was outstanding.”
From concept to execution, the goal was the same: create a space that supports demos, encourages engagement, and delivers measurable results. And it worked.
“Participating at RSNA this year exceeded our expectations. We had clear goals going in, and we ended up surpassing them.”
Key Takeaways for Increasing Trade Show ROI
At a show like RSNA, success does not come from design alone.
It comes from combining:
- Pre-show planning
- Demo-driven engagement
- Strategic booth layout
- Strong, present booth staff
When these elements work together, the result is not just more traffic, but better conversations, stronger leads, and a more effective show overall.
Tips for Exhibitors from Jef Williams, Co-Founder and CEO of Strings
- Trust an expert
Even if you have exhibited at a show for years, there are many things you may not know when moving from an inline booth to an island booth.
- Be open to new ideas
“We came in with a direction in mind, but the Ion team challenged it with a different concept that ultimately became the final solution.”
How do you drive booth traffic at RSNA?
The most effective approach combines pre-booked meetings, live product demos, and a booth layout designed for engagement. Attendees at RSNA are evaluating solutions, not just browsing, so giving them a structured reason to stop is key.
How big of a booth do you need at RSNA?
It depends on your goals, but a 20×20 island booth gives growing companies enough space to run simultaneous demos, host scheduled meetings, and maintain an open, welcoming layout without overcrowding.
What makes a trade show demo successful?
A strong demo is short, focused on one clear problem, and delivered by staff who can handle follow-up questions on the spot. Pre-scheduling demo slots before the show significantly increases the number of qualified visitors.
How far in advance should you plan your RSNA booth?
Most exhibitors underestimate the timeline. For a custom or rental island booth, 4 to 6 months is a realistic minimum to allow for design, production, and pre-show outreach.